Air Jordan is a sneaker made by Nike for Michael Jordan in 1984. Air Jordan was first
made as a basketball shoe and was worn by Michael Jordan in his matches. Currently, Air
Jordan has become a fashion trend where these sneakers are worn by people daily, from
children to adults. Based on this phenomenon, the researchers wanted to see what meaning
was contained in the Air Jordan sneakers for the Air Jordan sneakers users and how Air
Jordan sneakers users understood themselves when wearing Air Jordan’s. This research
will be reviewed using phenomenological theory. The research method used is a qualitative
method, with data collection techniques through in-depth interviews with five informants
who are members of the Air Jordan Indonesia community. The results of the study show
that in a noema, Air Jordan is a sneaker that has a colorway and a model that is favored by
the public. Noeically, Air Jordan has historical, investment, and social value for its users.
In addition, Air Jordan also makes its users feel more confident, cool, and youthful.
Therefore, it can be concluded that Air Jordan has its meaning for its users.